CREATIVE SUITE 5 LAUNCH by Goodby Silverstein & Partners San Francisco for Adobe

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CREATIVE SUITE 5 LAUNCH

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Industry Software & Multimedia Productions, SaaS
Media Promo & PR, Case study
Market United States
Agency Goodby Silverstein & Partners San Francisco
Released April 2010

Credits & Description

Category: Best Use of Branded Content
Advertiser: ADOBE SYSTEMS
Product/Service: CREATIVE SUITE 5
Agency: GOODBY SILVERSTEIN & PARTNERS
Date of First Appearance: Apr 12 2010
Entrant Company: GOODBY SILVERSTEIN & PARTNERS, San Francisco, USA
: (Behance)
: (DV Info)
: (Werner Publishing)
: (Tech Crunch)
Media placement: Digital - Behance, Werner Publishing, Graphics.com, TechCrunch, SitePoint, Smashing Magazine, Creative Pro - 4/12/2010

Insights, Strategy & the Idea
The creative industry is 100% reliant on software. Integrity of ideas is directly tied to how well tools can be manipulated.

Yet as programming power has increased, Adobe faces a growing challenge.

Most Creatives are comfortable with CS4. The programs work well so upgrading is not thought essential. In fact, many Creatives are actually intimidated at having to re-learn these complex programs should they actually upgrade.

We needed to both calm their fears and show them the value of CS5.

We also know that creatives are a close-knit group. Standard paid media spaces were not the answer. Leveraging word of mouth was. We just needed to create a bit of buzz, visually.

What if we could get influential sites to shine a spotlight on CS5, themselves, by putting it through its paces on the most visible piece of content they own?

Welcome to the great CS5 homepage re-design project!

Creative Execution
Fourteen different sites bit off on the challenge.

Each was treated as a creative team after being briefed on the new software and our objective – redesign your homepage in a way that shows off our new tools for creative pros. The homepage re-designs become the debut for the world’s most advanced creative software - with some sites even editorially documenting how they did it.

We drove deeper participation and CS5 trial downloads by inviting Creatives to a design competition where they could try the product on their own. Participants could submit, comment and share their work – generating more and more content that would showcase Adobe’s new capabilities.

All the content created by sites and creatives themselves served as a visual showcase of the power of CS5 – reinforcing the ease of use and need to upgrade.

Results and Effectiveness
In a medium that is known for “banner blindness” our tens of millions of homepage impressions served up Creative Suite 5 in an original and impactful way solution that went far beyond relying on paid media.

The campaigned ended up driving just under 65,000 trial of CS5 – in less than fifty days – a potential $140MM wind-fall for Adobe. Indeed, Adobe set a new record high for quarterly revenue thanks to the launch of Creative Suite 5.